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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ïjkextybt lj[jlf ghb gjvjob Èynthytnf - ,eleott ,bpytcf, b c rf;lsv lytv dct ,jkmit k.ltq gjybvftn 'nj.
ËÞÁÎÉ vj;tn yfxfnm jykfqyjdsq ,bpytc, yt bvtz pyfxbntkmyjuj
cnfhnjdjuj rfgbnfkf bkb nt[ybxtcrb[ yfdsrjd, nfrbv j,hfpjv ybprbq
d[jlyjq ,fhmth edtkbxbdftn rjyrehtywb. c ,tityjq crjhjcnm..
Ènfr, lfdfqnt ghjfyfkbpbhetv endth;ltybt: "Ïjcrjkmre ,jkmit k.ltq
yfxbyftn gjkmpjdfnmcz Èynthytn, nj edtkbxbncz xbckj gjntywbfkmys[
rkbtynjd..."
Ñjukfcyj InternetWorldStats.com (http://www.internetworldstats.com/)
d yfcnjzott dhtvz bp 6.574 vbkkbfhljd xtkjdtr, cjcnfdkz.ob[ yfctktybt
ptvyjuj ifhf, gjkmpe.ncz Èynthytnjv 1.114 vbkkbfhlf xtkjdtr.
Ýnj jpyfxftn, xnj 17 % yfctktybz Çtvkb d yfcnjzott dhtvz bcgjkmpe.n
Èynthytn. Ýnj nfr;t jpyfxftn, xnj 83 % yfctktybz Çtvkb tot ÍÅ
bcgjkmpe.n Èynthytn.
Òfrbv j,hfpjv, 'nj jpyfxftn, xnj d rjytxyjv cxtnt d jykfqyt vjukj ,s
yf[jlbnmcz d gznm hfp ,jkmit gjkmpjdfntktq (gj chfdytyb. c ctujlyziybv
lytv) b d ÏßÒÜ ÐÀÇ ,jkmit ltytu hfc[jljdfkjcm ,s yf ghbj,htntybt
njdfhjd b eckeu...
Ýnj jpyfxftn, xnj afrnbxtcrb ,eltn d ÏßÒÜ ÐÀÇ ,jkmit djpvj;yjcntq
pfhf,fnsdfnm ltymub d jykfqyt gj chfdytyb. c ctujlyziybv lytv,
ghfdbkmyj?
Õ-Ì-Ì-Ì-Ì-Ì-Ì-Ì-Ì-Ì ÍÅÏÐÀÂÈËÜÍÎ.
 ltqcndbntkmyjcnb 'nj jpyfxftn, xnj j,]tvs bccktljdfybq gj dctv
rk.xtdsv ahfpfv edtkbxfncz. È ceotcnde.obt hsyrb bcgsnf.n yt,sdfksq
hjcn, d htpekmnfnt rjnjhjuj ,eltn ghjlfyj ,jkmit njdfhjd b eckeu.
ÏÅÐÅÂÎÄ: Èynthytn-,jufxb cnfyen tot ,jktt ,jufnsvb.
Ýnj b tcnm nf vsckm, j rjnjhjq z egjvbyfk d jnxtnt, xnj kbim vfkfz
xfcnm buhjrjd d rf;ljq hsyjxyjq ybit gjkexbn kmdbye. ljk. nt[ ltytu,
rjnjhst ,elen gjnhfxtys gjnht,bntkzvb. Ïjcrjkmre ,jkmie. xfcnm ltytu,
gjnhfxtyys[ d rf;ljv bp 'nb[ ctuvtynjd hsyrf, gjkexbn kblbhe.ofz
dth[eirf, nj 1 % ghtlghbybvfntktq gjkexbn 99 % jn 'njuj yjdjuj j,]tvf
ghjlf;.
Ïjpdjkmnt vyt ghjlj;bnm lfkmit...
 rfxtcndt cnfnbcnbxtcrjuj ghbvthf: 17-nb % yfctktybz vbhf dgjkyt
ljcnfnjxyj, xnj,s j,jpyfxbnm 95 % (c gk.cjv) ceotcnde.ob[ vbhjds[
hsyjxys[ ybi, pf bcrk.xtybtv vbrhjhsyrjd, ult, djpvj;yj, 50 xtkjdtr d
vbht hf,jnf.n d jghtltktyyjv ctrnjht bkb bynthtce.ncz ytdhfpevbntkmyjq
ntvjq.
È ghfrnbxtcrb ytdjpvj;yj gjcnhjbnm cthmtpysq ,bpytc yf jcyjdt
vbrhjhsyrf. Ítcjvytyyj, tckb Âs cvj;tnt j,]tlbybnm ljcnfnjxyj vyjubt bp
yb[ (ljgecnbv, gj ghbywbge Ötgjxrb), Âs cvj;tnt utythbhjdfnm ljcnfnjxyj
,jkmibt j,]tvs lj[jljd.
Íj lf;t 'nb vbrhjhsyrb ,elen jrfpsdfnm dkbzybt yf cthmtpys[ buhjrjd d ,jkmib[ ybif[, d rjnjhst d[jlzn 'nb vbrhjhsyrb.
Ïjldtlz bnju crfpfyyjve, pfvtnbv, xnj ghjlfdws, rjnjhst rjynhjkbhe.n
hsyrb ctujlyz, bvt.n cfvst dscjrbt ifycs cj[hfybnm rjynhjkm 'nb[ hsyrjd
d ,eleotv. Ódtkbxtybt gjregfntktq (cghjc) yt cjplftn fdnjvfnbxtcrb
,jkmit djpvj;yjcntq lkz "yjds[" rjyrehtynjd, xnj,s ghbqnb b
rjyrehbhjdfnm d nt[ ;t cfvs[ hsyjxys[ ybif[, rjnjhst rjynhjkbhe.n
cthmtpyst buhjrb.
Íf cfvjv ltkt, dct yfj,jhjn.
Äfdfqnt 'nj hfccvjnhbv c njxrb phtybz ltzntkmyjcnb gj dszdktyb.
gjntywbfkmys[ gjnht,bntktq njdfhjd bkb eckeu, nj tcnm ghjwtccf
gjkextybz ,jkmituj nhfabrf yf Âfi cfqn, rjnjhsq Âs vj;tnt ghtdhfnbnm d
ltymub gjchtlcndjv lj[jlf jn j,]zdktybq, lj[jlf jn gfhnythcrb[
ghjuhfvv, ghjlfdfz Âfib cj,cndtyyst ghjlerns b n.l.
Ìs cltkftv 'nj, hfccvfnhbdfz ×ÅÒÛÐÅ jcyjdys[ vtnjlf utythfwbb
nhfabrf, rjnjhst j,tcgtxbdf.n, gj rhfqytq vtht, 90 % dctuj nhfabrf,
rjnjhsq gjkexftn cfqn: Ïjbcrjdfz ÎgnbvbpfwbzÏjregrf Òhfabrf (PPC, Áfyyths, CPA)
/* Ïhbvtxfybt gthtdjlxbrf:
PPC - pay per click - cbcntvs rjyntrcnyjq htrkfvs c gkfnjq pf rkbr;
CPA
- cost per action - cnjbvjcnm (wtyf) ltqcndbz (cnjbvjcnm lkz
htrkfvjlfntkz jlyjuj ltqcndbz, cjdthityyjuj gjctnbntktv cjlth;fotq
htrkfve cnhfybxrb (yfgh., pf htubcnhfwb. yf cfqnt htrkfvjlfntkz, pf
pfuhepre rfrb[-kb,j afqkjd, pfrk.xtybz pfrfpf yf gjregre b n. g.) nfr;t
cfvf c[tvf jgkfns hfpvtotybz htrkfvs, ghb rjnjhjq htrkfvjlfntkm gkfnbn
bc[jlz bp rjkbxtcndf jghtltktyys[ ltqcndbq, cjdthityys[ gjctnbntkzvb
cfqnf) */Àaabkbfn-Ïhjuhfvvs Èkb Äheubt Ïfhnythcrbt ÏhjuhfvvsÐtrjvtyljdfyysq Èkb Ñbylbwbhjdfyysq Êjyntyn
È... Äf, z f,cjk.nyj cjukfcty c ntv, xnj ceotcnde.n ljgjkybntkmyst
ÎÔÔËÀÉÍÎÂÛÅ vtnjls. Íj lfdfqnt cjchtljnjxbvcz yf dsitegjvzyens[.
Ïjbcrjdfz Îgnbvbpfwbz
Âjpmvbnt ÒÎÏ 25 rk.xtds[ ckjd d k.,jq hsyjxyjq ybit. Ëexibt buhjrb d
'njv ctuvtynt hsyrf, rjnjhst gjkexf.n tcntcndtyysq ,tcgkfnysq nhfabr,
kbiybq hfp e,t;lf.ncz d njv, xnj j,]tv b[ nhfabrf ÐÀÑÒ¨Ò, gjcrjkmre tot
,jkmit rkbtynjd ghb[jlbn d 'njn ctrnjh hsyrf b yfxbyftn bcgjkmpjdfnm
'ne ;t cfve. uhegge rk.xtds[ ckjd lkz cdjb[ bccktljdfybq.
Èuhjrb, rjnjhst pfybvf.n gjpbwbb ,kbprbt r dthibyt ÑÅÐÏÎÂ, gjkexfn
ujhfplj ,jkmie. ghb,skm jn 'njuj nhfabrf - yfvyjuj. Òfr rfr tot ,jkmit
gjkmpjdfntktq ghb[jlbn d jykfqy, xnj,s edtkbxbnm j,]tvs bccktljdfybq,
dhzl kb xnj-nj bpvtybncz d 'njv ghjwtcct, rjnjhsq ltkftn ,jufns[ tot
,jktt ,jufnsvb.
/* Ïhbvtxfybt gthtdjlxbrf: ÑÅÐÏ (SERP) - Îgnbvbpfnjhcrbq ;fhujy jn
fyukbqcrjq f,,htdbfnehs SERP - Search Engine Result Page - cnhfybwf
dslfxb htpekmnfnjd pfghjcf gjbcrjdjq vfibyjq */
Õjhjij, [jhjij. Ênj-nj cnfytn endth;lfnm, xnj nfrfz ntyltywbz
edtkbxbdftn lkbye rk.xtds[ pfghjcjd. È z cjukfiecm c ntv, xnj 'nj
ghjbc[jlbn, nfr rfr edtkbxbdftncz xbckj gjkmpjdfntktq d jykfqyt. Íj z
nfr;t gjkfuf., xnj "uke,jrjdjlyfz" xfcnm rjyrehtynjd (yjdst ghjlfdws
bkb nt, rnj yt d cjcnjzybb rjyrehbhjdfnm pf njgjde. bkb lf;t "chtly.."
uhegge rk.xtds[ ckjd lfyyjuj hsyrf) ,eltn blnb gj genb edtkbxtybz lkbys
'njq ;t cfvjq uheggs rk.xtds[ ckjd, xnj,s utythbhjdfnm nhfabr.
À nfr rfr 'nb lkbyyst rk.xtdst ahfps ybrjulf yt ,elen bylbdblefkmyj
utythbhjdfnm ljcnfnjxyj nhfabrf, ghjlfdws gjqlen gj genb edtkbxtybz
xbckf nfrb[ ahfp, xnj,s gjkexbnm 'aatrn, b bvtyyj gj'njve lheubt
ghjlfdws gjcktle.n b[ ghbvthe, xnj ghbdtltn r cjdgfltyb. bcgjkmpetvs[
rk.xtds[ ahfp.
Âctulf ,elen ceotcndjdfnm lkbyyst rk.xtdst ahfps d k.,jv ctuvtynt
hsyrf, rjnjhst utythbhetn jghtltktyysq nhfabr :, yj z gjkfuf., xnj
'njuj nhfabrf yt ,eltn ljcnfnjxyj lkz gjllth;fybz Âfituj ,bpytcf
lkbntkmyjt dhtvz.
Âj-gthds[, gjnjve xnj 'njuj nhfabrf ,eltn ytljcnfnjxyj, b dj-dnjhs[,
gjnjve xnj k.,jq nhfabr, cutythbhjdfyysq jn lkbyyjq rk.xtdjq ahfps, yt
,eltn ljkuj;bntktv - 'nj njkmrj djghjc dhtvtyb, rjulf lheubt ghjlfdws
yfxyen utythbhjdfnm nhfabr jn nt[ ;t cfvs[ lkbyys[ rk.xtds[ ahfp.
Àrnbdyjcnm bcgjkmpjdfybz njgjds[ 50 - 100 rk.xtds[ ckjd lkz k.,juj
hsyrf cnfytn yfvyjuj ,jktt ecnjqxbdjq, xtv bcgjkmpjdfybt lkbyys[
rk.xtds[ ahfp, rjnjhst hfcgjkj;tys ,kb;t r rjywe.
Ýnj ,eltn ghjbc[jlbnm bp-pf hfpybws d[jlys[ ,fhmthjd lkz utythfwbb
nhfabrf. Â ckexft c lkbyysvb rk.xtdsvb ahfpfvb jy ,eltn ljcnfnjxyj
ybprbq lkz ghjlfdwf, f d ckexft c cfvsvb gjgekzhysvb - ljcnfnjxyj
dscjrbq.
ß yt levf., xnj edtkbxtybt rjkbxtcndf gjkmpjdfntktq Èynthytnf,
ltkftn pflfxe gjkextybz nhfabrf ghb gjvjob SEO-vtnjljd ,jktt kturjq, b
z kbiybq hfp gjdnjh. nj, xnj z e;t ghtlcrfpfk d cdjtv jnxtnt
"Âjphj;ltybz Èynthytn-vfhrtnbyuf" - 'nj njkmrj eckj;yztn pflfxe.
Ïjregrf Òhfabrf
Ötys jgkfns pf rkbr djphfcnf.n, b ytn ybrfrb[ cjvytybq d njv, xnj
jyb ,elen ghjljk;fnm edtkbxbdfnmcz b d ,kb;fqitv j,jphbvjv ,eleotv. Òj
;t cfvjt vj;yj crfpfnm b d jnyjitybb nhfabrf, gjkexftvjuj jn lheub[
cbcntv: ,fyyths, CPA b n.l.
Ítrjnjhst endth;lf.n, xnj vjuen gjzdbnmcz lheubt gjbcrjdst cbcntvs b
cjplfnm rjyrehtywb. lkz Google, Yahoo, MSN b n.l., jrfpfd, nfrbv
j,hfpjv, lfdktybt yf b[ htrkfvye. gjkbnbre b gjybpbd wtys pf rkbr b pf
j,]zdktybz dj dctq ctnb Èynthytn. ß jxtym cbkmyj cjvytdf.cm, xnj 'nj
ckexbncz.
×nj,s djqnb d buhe gjbcrjds[ vfiby ytj,[jlbvj cltkfnm jxtym ,jkmie. cnfdre.
È lf;t tckb rnj-nj bp yjdbxrjd ghtecgttn, cnjbvjcnm Âfituj
htrkfvyjuj j,]zdktybz (pf rkbr bkb pf ÑÐÌ) ,eltn jghtltkznmcz hsyjxysv
cghjcjv b ROI , xnj d rjytxyjv cxtnt ghbdtltn r njve, xnj jyf
ecnfyjdbncz yf ehjdyt wty lheub[ Ïjbcrjds[ Ñbcntv. Ê njve ;t b[ nhfabr
vj;tn ,snm ,jktt ybprjuj rfxtcndf.
/* Ïhbvtxfybt gthtdjlxbrf: ÑÐÌ - cost per mile - cnjbvjcnm nsczxb
gjrfpjd ,fyythf ; ROI - return on investment - htynf,tkmyjcnm
bydtcnbwbq (rfgbnfkjdkj;tybq) */
Ïjcrjkmre d jykfqy ghb[jlbn ,jkmit htrkfvys[ ltytu, cnjbvjcnm
nhfabrf gjdsiftncz. È ybxtuj lheujuj vs gjrf yt yf,k.lftv. Ýnf
ntyltywbz r gjdsityb. ghjljk;bncz b d lfkmytqitv.
Ïj'njve edtkbxtybt gjkmpjdfntktq ctnb Èynthytn yt ghbdjlbn r
gjyb;tyb. wty yf jykfqyjde. htrkfve: yb wty pf rkbr d ÐÐÑ-cbcntvf[, yb
wty yf lheue. htrkfve.
Àaabkbfn-Ïhjuhfvvs Èkb Äheubt Ïfhnythcrbt Ïhjuhfvvs
Ó rjvvthcfynf ghfrnbxtcrb ytn ifycjd yf ds;bdfybt d buht gjl
yfpdfybtv Ïfhnythcrfz Ïhjuhfvvf, tckb jy yt bvttn
dscjrj-rjydthnbhetvjuj ghtlkj;tybz. Ïfhnyths d k.,jv ctrnjht hsyrf
jxtym ,scnhj dsxbckzn cfve. lj[jlye. gfhnythcre. ghjuhfvve b
cjchtljnjxfn dct cdjb ecbkbz yf exfcnbt bvtyyj d ytq.
Ë.,jq gfhnyth (bkb gjntywbfkmysq ltkjdjq gfhnyth) d jykfqyt ,eltn
ghjldbufnm nfrbt ghjlerns b cthdbcs, rjnjhst j,tcgtxfn tve cfve.
dscjre. jnlfxe. Åckb rjkbxtcndj rkbtynjd d jykfqyt edtkbxbdftncz, nj
'nj tot yt jpyfxftn, xnj ceotcndtyyj djphfcntn rj'aabwbtyn rjydthcbb.
Äf, ghjlf; ,eltn cltkfyj ,jkmit, yj 'nb ghjlf;b cltkf.n ,jufns[ tot
,jufxt.
Ítcvjnhz yf nj, xnj xbckj gjkmpjdfntktq ctnb Èynthytn djphfcnftn, yt
cnfyjdbncz ghjot yfqnb gfhnythjd, rjnjhst cvjuen 'aatrnbdyj ghjldbufnm
Âfie Ïfhnythcre. Ïhjuhfvve.
Ðtrjvtyljdfyysq Èkb Àdnjhcrbq Êjyntyn.
Ýnj jlby bp jcyjdys[ afrnjhjd, rjnjhsq ÁÓÄÅÒ dkbznm yf edtkbxtybt xbckf gjctnbntktq Âfituj cfqnf.
Åckb Âs ,eltnt bvtnm rjyntyn, rjnjhsq ghtlcnfdkty yf vyjub[ cfqnf[ c
Âfibvb ccskrfvb b htrjvtylfwbzvb jn dkfltkmwtd 'nb[ cfqnjd yfytcnb Âfv
dbpbn, nj nhfabr yf Âfi cfqn ÁÓÄÅÒ ÐÀÑÒÈ. În ecnfyjdrb pfrkflrb, jn
gjctnbntktq ,kjuf, jn xbnfntktq dbhecys[ rybu b n.l.
Òfrjdf ghbhjlf Èynthytnf.
Âjn gjxtve Âs vj;tnt gjkexfnm ÍÎËÜ gjctnbntktq jn gjbcrjds[ cbcntv,
yt gjregfnm ybrfrjuj nhfabrf djj,ot, yt bvtnm ybrfrjq Ïfhnythcrjq
Ïhjuhfvvs b d nj ;t dhtvz utythbhjdfnm ytbcczrftvsq gjnjr gjctnbntktq
yf Âfi cfqn b gjkexfnm d htpekmnfnt juhjvye. ghb,skm.
Èvtyyj 'nj zdkztncz jcyjdyjq vsckm., rjnjhe. z dshfpbk d cdjtv
jnxtnt "Âjphj;ltybt Èynthytn-vfhrtnbyuf"! Ífkbxbt afynfcnbxtcrjuj
rjyntynf jghtltkztn dct hfpkbxbz d jykfqyjdjv vbht.
Ôeylfvtynjv Âfituj Èynthytnf-vfhrtnbyuf ljk;ty ,snm Âfi rjyntyn. Íf cfvjv ltkt 'nj ljk;yj ,snm bvtyyj nfr.
95% ecgtiys[ ghtlghbybvfntktq d ,jkmibycndt ctrnjhjd hsyrf lj,bkbcm
cdjtuj ecgt[f, ,kfujlfhz njve, xnj cjplfdfkb ghtrhfcysq rjyntyn b
ghbvtyzkb cjdthityysq vfhrtnbyu. (Îyb pyf.n, rfr rjydthnbhjdfnm cdjq
nhfabr.)
Åckb yf Âfitv cfqnt yf htuekzhyjq jcyjdt gjzdkztncz dtkbrjktgysq
rjyntyn, cajrecbhjdfyysq yf njv, xnj bynthtcetn Âfi hsyjr, Âs yt vj;tnt
yt ghtecgtnm d jykfqyt. Âs jghtltktyyj ldbuftntcm r njve, xnj,s cnfnm
kexibv ghjlfdwjv d Âfitv ctrnjht hsyrf.
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